Sustaining Member Spotlight: Visit Lauderdale
Never Lose Your Splash: Greater Fort Lauderdale Looks to the Future of International Inbound Travel
As part of their higher-level contributions to IITA, Sustaining Members receive special opportunities for additional exposure within the Association and a position on the IITA Advisory Council, which advises and meets with the IITA Board of Directors. These contributions help support IITA’s work to strengthen the international inbound travel industry and provide valuable resources, connections, and opportunities for members.
We are pleased to feature Visit Lauderdale as this month’s Sustaining Member Spotlight.
There’s always something new happening in Greater Fort Lauderdale, and Visit Lauderdale is inviting international travelers to discover more of what makes the destination unique.
Following a successful IPW 2026 in May, Greater Fort Lauderdale is building on the global exposure with a renewed focus on the destination’s waterways, beaches, vibrant culture, culinary scene, and outdoor experiences. At the heart of that effort is Visit Lauderdale’s new branding campaign, “Never Lose Your Splash.”
Launched earlier this year, the campaign celebrates the experiences that define Greater Fort Lauderdale—from waterfront dining and cruising along the Intracoastal to discovering local art and culture and embracing the spontaneity of a destination shaped by water.
More to Discover Beyond the Beach
While Greater Fort Lauderdale has long been known for its beaches, waterways, and cruise port, Visit Lauderdale is showcasing a much broader destination experience.
The Jellyfish Museum, which opened in March in Pompano Beach, offers an interactive marine-life and ocean-education experience featuring 25 species of jellyfish in custom-designed tanks inspired by ecosystems around the world.
The destination also continues to earn recognition for its culinary offerings. The Chef’s Counter at MAASS at the Four Seasons maintains its Michelin Star, while Heritage retains its Bib Gourmand designation.
Accessibility is another important part of Greater Fort Lauderdale’s visitor experience. In August, the destination became the world’s first KultureCity-certified sensory accessible and inclusive beach destination. Through Visit Lauderdale’s Beaches for All initiative, six Broward County beach communities—including Fort Lauderdale, Hollywood Beach, Pompano Beach, Lauderdale-by-the-Sea, Dania Beach and Hallandale Beach—offer sensory resources designed to help visitors of all abilities enjoy the area’s beaches and outdoor lifestyle.
Visit Lauderdale also offers accessibility resources including its Hidden Disabilities Sunflower Program and Wheel the World location certification program.
Travelers Are Looking for More
International visitors are increasingly looking beyond a traditional beach vacation, and Greater Fort Lauderdale is ready to deliver.
IPW 2026 provided an opportunity to showcase the destination to travel professionals from around the world and highlight experiences beyond its familiar water and cruise offerings.
Travelers are discovering festivals such as the Tortuga Music Festival and Visit Lauderdale Food & Wine Festival, exploring the unique ecosystem of the Everglades, and experiencing the region’s restaurants, hotels, shopping, cultural attractions and casinos, including the Seminole Hard Rock Hotel & Casino.
Cruise travelers are also extending their stays, with Visit Lauderdale seeing more pre- and post-cruise stays and longer overall visits. The average booking window is approximately 42 days, although winter peak-season bookings can be made 90 or more days in advance.
Canada remains Greater Fort Lauderdale’s leading international market. Although Canadian visitation has experienced some recent softness amid geopolitical factors, the destination continues to benefit from its longstanding relationship with Canadian travelers. Mexico, the United Kingdom, Brazil and Colombia also remain strong markets.
Building Stronger Inbound Partnerships
For Visit Lauderdale, successful relationships with inbound operators begin with communication, understanding and trust.
Suppliers need to understand their partners’ markets, how they work and what they need. Providing regular updates about destination offerings, special programs and events helps operators confidently sell the destination and its products.
Just as importantly, Visit Lauderdale believes in being upfront with partners. Clear communication from the beginning can help prevent problems down the road and build the trust that is essential to successful international business.
Preparing the Community for International Visitors
Visit Lauderdale is also investing in international readiness among its local stakeholders.
The destination has hosted IITA’s Inbound Insider Steps to Success™ training for its community, which has proven highly successful. Its Global Trade Team remains active throughout the destination and hosts quarterly partner meetings featuring guest speakers, market updates and resources related to international travelers.
Visit Lauderdale also offers two programs to help its partners better understand and engage with the destination: Lauderdale Loyalist, which is also used with clients around the world, and Lauderdale Local, which played an important role in volunteer training for IPW 2026.
A Bright Future for Inbound Travel
Visit Lauderdale is optimistic about the future of international inbound travel.
IPW 2026 was not viewed as the finish line, but as the beginning of a longer-term opportunity. Through appointments, FAM trips, events and media and PR programs, the destination laid the groundwork for continued relationships with the international travel community.
With its combination of sunshine, water, outdoor experiences, casual luxury and world-class hospitality, Greater Fort Lauderdale believes it is well positioned for continued international growth. Cruising remains an important part of that future, with the destination ranking as the third-busiest cruise homeport in the world.
The message from Visit Lauderdale is simple: there is always more to discover, and the destination is ready to welcome international travelers who want to experience it all.
Greater Fort Lauderdale: Never Lose Your Splash.
Paul Mason, Visit Lauderdale, Fort Lauderdale, Florida
As an leader in the International Inbound Tourism Market, Paul has had the pleasure of working hand in hand with all segments of the industry and partners from around the world.
Working within this industry for 35 plus years, Paul has enjoyed a successful career in the Hotel Industry specializing in the International Inbound Market to the United States with strong emphasis on Commercial Distribution and Connectivity.
After working with Wyndham Hotels and Resorts for 19 years in various commercial tourism roles, Paul accepted an opportunity in August of 2021 to manage Global Trade Development with the Visit Lauderdale Team representing his community on a global basis.
During his career Paul has had the opportunity to serve on several Boards and Committees related to the Tourism Industry. They include the IPW Planning Committee, IITA Advisory Board and have served as Lodging Representative on the IITA Board (Formerly RSAA), ABA Educational Co Chair as well as the ABA MAC Committee. He has also served on the ITSA Board and in 2004 won the ITSA Associate Member of the year. Other awards include the IITA/ RSAA Stanley J Fisher Award for Excellence in Operations (Wyndham) for 2009,2016 and 2020. Paul was also nominated for the Stanley J Fisher Outstanding Travel Professional of the Year in 2010
Paul’s Professional Career has allowed him to have an integral role with numerous tourism panels for ABA, NTA and SYTA. He has also enjoyed having the opportunity to speak on tourism subjects at several functions to include Universities, Tourism Associations and DMO/ CVB Programs.
Paul resides in Fort Lauderdale with his wife and is incredibly proud of their three daughters and their accomplishments in school and career endeavors.